Marketer’s Step-By-Step Guide to Hiring an Agency

Hiring the right marketing Agency can be a game-changer for your Brand. While hiring an Agency comes with risks, it can also be the best move for your team if done correctly.

As the marketing landscape continues to evolve, it’s crucial to partner with an Agency that not only understands your needs, but also aligns with your vision and goals. Setup has made over 1,200 Brand-Agency introductions since our founding in 2014. We know the ins and outs of the Agency-Client relationship. Here are some tips to help guide you when hiring a new marketing agency. You can also check out this blog, Hiring the Right Agency, if you want to learn more.

1. Define Your Marketing Goals and Objectives

Before you start searching for an Agency, clearly define what you want to achieve. Whether it’s increasing Brand awareness, driving sales, or launching a new product, having specific goals will guide your selection process and ensure you find an Agency that can deliver results.

You should answer these questions for your Brand to get a good idea, or fill out this Marketing Brief Template. It’s important to have your ducks in a row before bringing in an Agency - you don’t want to waste anyone’s time.

2. Understand the Current Marketing Landscape

The marketing industry is constantly changing, with new trends, technologies, and strategies emerging regularly. Stay informed about the latest developments in digital marketing, AI-driven campaigns, influencer marketing, and data analytics. Understanding these trends will help you identify agencies that are ahead of the curve and can offer innovative solutions.

We release a regular Pulse Report encapsulating the conversations highlighting industry news and campaigns, as well as what we are hearing from Brands and Agencies.

3. Identify Potential Marketing Agencies

Compile a list of potential Agencies through referrals, online research, and industry events. Look for agencies with a strong online presence, a portfolio of successful campaigns, and positive Client testimonials.

This seems overwhelming, but before you pay for a search consultant, we can save you time and money with our Agency Search options.

4. Evaluate Their Expertise and Experience in Your Industry

Review the Agencies' portfolios and case studies to assess their expertise in your industry. Consider their experience with similar Brands and campaigns. An Agency with a proven track record in your sector is more likely to understand your unique challenges and opportunities.

We know this is time consuming. We know Clients, like people, can end up staying with unsuitable partners forever due to ease. But you don’t deserve to settle.

We can take the load off of your back and help you review Agency portfolios with out targeted Custom Search service. Here’s a testimonial from the VP of Marketing and Communications at Great Clips:

You can also evaluate the Agencies on your own using the Evaluation Scorecard.

5. Check Their Digital Marketing Capabilities

In 2023, a strong digital presence is non-negotiable. Evaluate the Agency’s proficiency in SEO, social media marketing, content creation, PPC, email marketing, and data analytics. Ensure they use advanced tools and technologies to track and optimize campaign performance.

6. Assess Their Creativity and Innovation

Creativity remains a key differentiator in marketing. Look for Agencies that demonstrate innovative thinking and creative problem-solving. Review their previous campaigns for originality, impact, and the ability to engage audiences.

7. Review Client Testimonials and Case Studies

Client testimonials and case studies provide valuable insights into the Agency’s reliability and effectiveness. Look for consistent positive feedback and successful outcomes in their past projects. Don’t hesitate to reach out to their previous Clients for more detailed feedback.

8. Understand Their Agency Culture

A good cultural fit is essential for a successful partnership. We repeatedly state that chemistry overpowers capability every time. Meet with the Agency’s team to understand their values, work ethic, and communication style. An Agency that aligns with your company culture will be more collaborative and responsive to your needs.

Learn more about how you can build chemistry in the blog: Building Chemistry in the Agency-Client Relationship.

9. Evaluate Their Strategic Approach to Marketing

Discuss their strategic approach to achieve your marketing goals. A competent Agency should offer a customized strategy tailored to your specific needs, backed by research and data-driven insights. Ensure they have a clear plan for measuring success and adapting strategies as needed. In the countless interviews we’ve had with Clients, data-driven insights seem to be their biggest complaint about their partners.

10. Consider Their Pricing Structure

While cost shouldn’t be the only factor, it’s important to understand the Agency’s pricing structure and ensure it fits within your budget. Be clear about what is included in their services and watch out for any hidden fees. A transparent pricing model fosters trust and long-term collaboration.

Different partnerships require different compensation models. Explore that here.

11. Request a Proposal and Conduct Interviews

Request detailed proposals from your shortlisted Agencies. Evaluate their proposed strategies, timelines, and deliverables. Conduct interviews to clarify any questions and gauge their enthusiasm and commitment to your project.

Here is everything you need to know about requesting a proposal or making a RFP, including a template!

12. Make an Informed Decision

After reviewing proposals and conducting interviews, assess each Agency based on their expertise, creativity, cultural fit, and strategic approach. Make an informed decision based on which Agency you believe will best help you achieve your marketing objectives.

If you need someone to assist you, we talk to over 10 Client-side leaders every other week, consulting them on the best way to move forward when it comes to selecting an Agency partner.

13. Start with a Pilot Project

Before committing to a long-term contract, consider starting with a smaller, pilot project. This allows you to evaluate the Agency’s performance and working relationship without a significant upfront commitment.

Conclusion

Hiring the right marketing Agency is a critical decision that can significantly impact your Brand’s success. By following this step-by-step guide, you’ll be well-equipped to find an Agency that not only meets your needs but also drives your marketing efforts to new heights. Stay informed, be thorough in your evaluation, and choose a partner that aligns with your vision and goals.